Gloria'S New Way Of Selling IBM.

Recently, IBM and Gloria jointly built a new sales model to achieve a successful stage, and this sales method is based on the consumer as the core, to promote the "people, goods, field" three aspects of the whole channel reform.

In the new Internet era, consumers' consumption habits have changed, and consumers' experience has become more pparent and intelligent, and has the trend of cross channel consumption.

Therefore, the development of retail industry is facing new pressure of income and growth.

Since 2015, retail enterprises have focused on the pformation of full channel business, and garment retailers are no exception. They began to develop mobile shopping, WeChat micro-blog social marketing, offshore outsourcing, and store digitalization.

Optimization and reconstruction, online and offline business integration.

Gloria, the leading brand of fashion ladies in China, was founded in 1995, with nearly 600 stores all over the country.

Gloria began to develop e-commerce business in 2008, and realized the leaping development of business.

But with the change of consumers and the development of innovative technology, Gloria is faced with the following challenges:

Yan Jieting, general manager of Gloria, said: "with the change of consumers and the development of innovative technology, Gloria is facing a complex retail environment with an impact on e-commerce.

From the three aspects of people, goods and markets, Gloria has been thinking about how to better understand the needs of consumers, how to innovate the supply chain and inventory mechanism, change the past single order, single sale way, and how to integrate online and offline channels to enhance the consumer experience.

This time, we are working with IBM to build a full channel business. We also hope to rebuild the business process, innovate the retail mode and build a new consumer experience through the three steps of "people, goods and fields".

Since 2014, Gloria has joined hands with IBM to develop a consumer centered pformation.

The three aspects of the field drive the business pformation of the whole channel that can be seen, controlled and understood.

Create a "visible" supply chain and inventory, and develop a new sales model for women's clothing.

Gloria has carried out inventory pformation and store pformation.

Sharing and flexible control, let the Limited shop change unlimited shop.

Stock sharing makes shop sales no longer limited to regional distribution or sales loss due to lack of color and broken codes.

In terms of store pformation, Gloria abandoned the traditional store selling system and implemented the national stock.

This has changed the disadvantages of single stores selling only single inventory items, ensuring that each model and every style can be displayed in every shop, so as to enhance the probability of sale of single product.

For example, for women's clothing, once a shop's clothing is broken, the costumes will be completely off the shelf, resulting in a large number of stock accumulation, and the sharing of inventory information and the renovation of stores will allow managers to flexibly deploy broken codes and enhance the sale rate of goods.

Integrate online and offline channels, so that sales orders can be managed.

Gloria uses IBM e-commerce capabilities and experience to integrate online and offline channels to break data barriers and achieve unified management of inventory sharing and sales. Thus, store orders can be shipped through the main warehouse. Gloria also has a variety of selling modes of "+15 outlets for stores".

For example, consumers who order through any online channel can enjoy the service of the nearest store delivery.

Seamless purchase and retreat process allows Gloria to interact and communicate with consumers at any time and anywhere, greatly improving the consumer experience.

Release data value and "understand" rapidly changing consumer needs.

In order to achieve the order, after the commodity is passed, Gloria will also be based on

Information and consumer behavior data, through members, through window display promotion, store addressing, promotional activities and other more accurate marketing services, carry out core member interaction, and get more members.

In the future, Gloria will also develop mobile shopping guide. The store can recommend customers' interested single products according to the customers' historical consumption data, combined with the information about the entry rate and the degree of attention, so as to enhance the consumption experience.

Huang Jianqiao, deputy general manager of IBM cognition business department, said: "the realization of all channels can help improve customer experience on the one hand, and more importantly, enterprises can get the corresponding big data through the contacts of all channels, so that enterprises can get insights that they did not have, such as consumer insights, commodity configuration insights and supply chain insights, so as to pform and optimize the efficiency of traditional enterprises, which is crucial to the pformation of enterprises and industries."